Apple Inc. in 2015

Abstract

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges facing the company in 2015. With iPod sales continuing their freefall, tablet sales in decline, and the Macintosh's market share remaining small, Apple was increasingly dependent on the iPhone to drive its growth. Could Cook continue Apple's dominance in the smartphone market in the face of growing competition? Could he revitalize the iPad business, become a leader in payments, with Apple Pay, and replicate Apple's success in other device categories, such as the Apple Watch, the first new product the company had released since 2010?

At the end of 2014, Apple Inc. recorded the most profitable quarter of any firm in history, and its market capitalization soon topped $700 billion. 'Apple Inc in 2015' explores the history of Apple, its successes under Jobs, its continued growth under Tim Cook, and the challenges facing the company in 2015. With iPod sales continuing their freefall, tablet sales in decline, and the Macintosh's market share remaining small, Apple was increasingly dependent on the iPhone to drive its growth. Could Cook continue Apple's dominance in the smartphone market in the face of growing competition? Could he revitalize the iPad business, become a leader in payments, with Apple Pay, and replicate Apple's success in other device categories, such as the Apple Watch, the first new product the company had released since 2010?

More from the Author

Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone’s expectations in Cook’s six years as CEO. Apple’s core business – the iPhone – continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world’s biggest balance sheet to invest in new technologies and markets. The total number of products in Apple’s portfolio had doubled (from roughly 20 to 40) under Tim Cook. The question for Cook in 2018 was no longer, ‘can Apple thrive without Steve Jobs,’ but rather ‘can Apple move beyond a one-trick pony (iPhone)’?

Many observers worried about what would happen to Apple when Steve Jobs died in 2011. But Apple had performed above everyone’s expectations in Cook’s six years as CEO. Apple’s core business – the iPhone – continued to deliver spectacular results. In addition, Cook was aggressively introducing new products, ranging from Apple Watch to HomePod. Cook also had the world’s biggest balance sheet to invest in new technologies and markets. The total number of products in Apple’s portfolio had doubled (from roughly 20 to 40) under Tim Cook. The question for Cook in 2018 was no longer, ‘can Apple thrive without Steve Jobs,’ but rather ‘can Apple move beyond a one-trick pony (iPhone)’?